Guthy Renker’s newest launches include JLo Beauty’s limited-edition Glow and Get It Nutrient-Rich Hydrating Mist and Beauty Beso Balm Ultra-Hydrating Lip Mask.

Released in November 2023, the Beso Balm Ultra-Hydrating Lip Mask is an ultra-hydrating mask that delivers a smoother, plumper look with a glossy finish. The buttery balm seals in moisture without a trace of stickiness and can be worn alone or over lipstick for supple shine throughout the day. A thicker layer can be applied in the evening for an intensive overnight mask. In January 2024, JLo Beauty released the Glow and Get It Nutrient-Rich Hydrating Mist. Containing niacinamide and pro-vitamin B5, the mist aims to give wearers instantly dewy skin for a “J-Lo glow.”

Sales: $395 million

The biggest launch at Guthy Renker right now is the expansion of the top-selling JLo Beauty skin care collection. These products are available at Sephora; the brand is also branching out into the spa sector, as estheticians can now honor consumers’ tall order for “that JLo Glow” in the US.

The BeautyHealth Company, home to flagship brand Hydrafacial, officially rolled out its Hydrafacial x JLo Beauty Booster in early 2023 to providers nationwide as a customized treatment addition for any Hydrafacial. As the first celebrity partnership for Hydrafacial, presales of the highly anticipated booster sold out the first day.

Inspired by JLo Beauty’s “That JLo Glow” retail serum, the new professional booster will deliver Lopez’s iconic glow to consumers in a new and exciting way, through Hydrafacial’s patented magic wand hand piece and vortex fusion technology.

Also new from JLo Body by JLo Beauty is Tighten + Tease Ultimate Body Serum and Smooth + Seduce Hydrating Body Cream.

In other news, Guthy Renker’s leading supermodel personal care brand, Meaningful Beauty, is re-releasing its topselling Meaningful Beauty Age-Proof Hair Care System. The haircare kit is now back in stock and available on Amazon.

According to the company, it is the first hair care system scientifically shown to revive and address the six signs of aging hair—thinning, dullness, dehydration, breakage, dryness and lack of scalp health. These aging hair signs are something that co-developer Cindy Crawford personally experienced, and so she worked with Meaningful Beauty experts to bring a solution to the market. The key ingredients in the kit are the brand’s Melon Leaf Stem Cell technology and melon super antioxidants to moisturize and condition the scalp. Silk proteins, castor oil, peptides and a plant-based alternative to keratin strengthen hair and help reduce breakage.

Sales: $369 million

Co-Founders and co-Chairmen Bill Guthy and Greg Renker built a legacy of well-known brands since G-R was founded in 1988. The biggest launch at Guthy Renker right now is a line expansion of top-selling JLo Beauty skin care collection. New JLo Beauty That Overnight Hustle AHA + BHA Resurfacer is available exclusively at JLoBeauty.com.  The resurfacing night treatment (billed as an overnight facial in a bottle) is formulated with natural skin resurfacing ingredients to produce visible results, according to the company.

Lopez is the latest in a long-line of celebrity beauties to connect with the infomercial king makers. JLo Beauty is a joint venture between Lopez and Guthy-Renker.

Fellow celebrity Cindy Crawford is also branching out within her Meaningful Beauty collection with products including a wellness supplement, eye serum and dark spot corrector.

Sales: $446 million (estimated)

Jennifer Lopez is the latest in a long-line of celebrity beauties to connect with Guthy-Renker, the infomercial king makers. JLo Beauty debuted in January. The hero ingredient is olive oil—a beauty secret Lopez said has been handed down in her family for generations. Specifically, the JLo Beauty Olive Complex contains a blend of squalane, fermented oil, extra-virgin olive oil and olive leaf extract.

Other products in the line include That Hit Single Gel Cream Cleanser ($38), JLo Glow Multitasking Serum ($79), That Big Screen Broad Spectrum SPF 30 Moisturizer ($54), That Blockbuster Wonder Cream ($58), That Fresh Take Eye Cream ($48), That Star Filter Instant Complexion Booster ($39) and That Limitless Glow Multitasking Mask ($18).

That Star Filter Instant Complexion Booster is JLo Beauty’s makeup/skin care hybrid. It is available in pink champagne, rose gold, warm bronze and rich bronze shades.

JLo Beauty is a joint venture between Lopez and Guthy-Renker.

Sales: $1.6 billion (estimated)

Privately-held Guthy-Renker had estimated sales of $1.6 billion last year, with the lion’s share coming from Meaningful Beauty. The Cindy Crawford-backed brand now contains “next generation melon technology” that is said to take Meaningful Beauty’s Melon Serum “to the next level. Going deeper into the skin’s surface to target signs of aging at the source.”

In an interview with WWD last year, Co-Chairman Greg Renker noted that Guthy-Renker worked overtime to persuade Crawford to join the G-R team; and the effort was worth it.

“Today we are attracting a younger demographic, especially in digital, than we ever imagined,” he said. “They all want to use what Cindy is using.”

Last year, the National Advertising Division (NAD) of the Better Business Bureau recommended that Guthy-Renker discontinue or modify certain express and implied performance claims in video and internet advertising for its Crepe Erase Anti-Aging Body Care Treatment System. NAD took exception to many product claims including “The real secret to Crepe Erase is TruFirm that targets the dermal enzymes that break down collagen & elastin.”

Guthy-Renker appealed the recommendation and…won! In December, the National Review Board overturned the NAB’s decision, finding the company’s evidence adequate to support that claim and others.

Last year Guthy+Renker acquired Sea Calm, a clean, sensitive skin-care line of six products, with benefits for customers with mild psoriasis and eczema. Though Guthy+Renker is known for its television, Sea Calm Skin debuted online nearly a year ago via its direct-to-consumer site and later, went to Amazon.

“We feel like we are filling a white space and creating a system of care for people suffering with psoriasis and eczema, which is a significant segment of the population,” said Sea Calm Skin Founder Adam Grossman. According to experts, about 10% of the population) suffer from the skin condition, and 8 million have psoriasis.

Not every G-R beauty story ended well. Last year, Chaz Dean Hair Care Company, brand that had been distributed by Guthy-Renker, agreed to pay $26.25 million to settle a class-action lawsuit brought by more than 200 Chaz Dean customers who claimed that the cleansing conditioner led to major issues such as hair loss, scalp irritation and balding.

Sales: $1.7 billion (estimated).

Privately-held infomercial king Guthy-Renker (G-R) continues to expand via new partnerships. In February, G-R announced a new partnership with Westmore Beauty LLC. The two companies have created a joint venture—Westmore Beauty Ultra LLC, which will expand the channels in which the popular Westmore Beauty brand can be purchased, including retail, e-retail, e-commerce and television.

“Westmore Beauty’s influence on Hollywood makeup trends combined with their passion for developing new and innovative beauty technology makes for a highly successful brand,” said Rick Odum, CEO of Guthy-Renker LLC, in a release.

Also in February, Guthy-Renker paid $1.2 million in penalties and up to $7.3 million in restitution to customers who got automatically-renewed charges without their consent. A task force of local prosecutors that included the Santa Monica City attorney’s office and the district attorneys of four California counties learned that Guthy-Renker was allegedly charging its customers for repeated shipments of Proactiv and Wen products, without their prior consent as required by law. The judgement requires the company to have full transparency with consumers about automatically renewing payments.

Aivita Biomedica, Inc., a biotechnology company specializing in innovative stem cell applications, announced in April that it has entered into a partnership agreement with GRS, LLC, a majority-owned subsidiary of Guthy-Renker, to market consumer products developed by Aivita and its subsidiary Aivita Aesthetics, Inc. Aivita Aesthetics’ lead intellectual property is a novel skin care active that uniquely mimics the developing skin microenvironment, improving the appearance of fine lines and wrinkles. GRS will oversee all domestic and international production and advertising for television, radio and social channels for Aivita Aesthetics and its products.

Since the partnership began, Aivita has expanded distribution into 9,300 beauty and lash salons in Japan. Additionally, the brand will be made available online via a Japanese online e-commerce platform that has access to an estimated 1.4 million beauty consumers in the country.

Sales: $1.6 billion (estimated) for cosmetics and personal care products.

With brands like Meaningful Beauty, Perricone MD and Wen, Guthy-Renker dominates the world of cosmetic infomercials. Sales have stalled in recent years as independent brands grab a larger share of the market, but at least one indie considered the benefit of teaming up with Guthy-Renker. In March, Guthy-Renker Ventures took a minority stake in Mally Beauty.
At the time of the announcement, Mally executives said the cash will boost their brand’s exposure.

“As the infomercials run, all channels will see a significant lift in sales,” said TPR President Brian Robinson. TPR retains a majority stake in the business through subsidiary Beauty Visions LLC. “This is going to be a win for everybody — our brick-and-mortar retailers, and all the partners we have,” Robinson said.

Guthy-Renker Ventures (GRV) has made other beauty investments, including Aquis and Dermaflash. Mally Beauty, the line of celebrity makeup artist Mally Roncal, is sold through Ulta Beauty, Kohl’s and QVC. The brand recently launched a limited-edition collection, called Mallywood, for Ulta Beauty. Last year, GRV funded a brand expansion and a new hair care system for Aquis.

But it’s not all good news coming out of GR’s hair care business. A year ago, Guthy-Renker paid $26.3 million to settle a class action lawsuit. The plaintiffs contended that defects in the Wen conditioner caused significant hair loss and that the defendants were aware of the danger from approximately the time the product was released in late 2007 but failed to warn consumers, instead touting the product as “gentle enough to use every day” and promising “the more you use, the better the results.”

Sales: $1.8 billion (estimated) for beauty products.

The infomercial king is adding to its kingdom. In April, Guthy-Renker Ventures, a division of Guthy-Renker, invested in Dermaflash, a Chicago-based company that manufactures a hand-held exfoliating device. The goal is to move Dermaflash devices from medi spas and prestige retailers to infomercials. According to Dermaflash, during an airing on QVC earlier this year, more than 30,000 devices were sold in less than a day.

Next month, Meaningful Beauty will launch four new products: Youth Activating Melon Serum, Environmental Protecting Moisturizer, Overnight Retinol Repairing Crème, Intensive Triple Exfoliating Treatment.

The Youth Activating Melon Serum contains encapsulated melon leaf stem cells to fight against free radicals, sea daffodil extract to help even skin tone and enhance skin clarity, hyaluronic acid to attract and retain moisture and l-carnosine peptide to support skin firmness and elasticity. A 30ml bottle will retail for $76.

Overnight Retinol Repairing Créme contains a combination of retinol, melon extract and hexapeptide-9 which are said to improve firmness, elasticity and skin texture while you sleep as it reduces the appearance of fine lines, wrinkles and crow’s feet. A 30ml bottle will retail for $68.

Intensive Triple Exfoliating Treatment contains glycolic acid, silica, melon extract, lactic acid, papain and four clays to cleanse pores. The treatment is designed to be used twice a week. A 50ml tube retails for $52.

Finally, Environmental Protecting Moisturizer SPF 30 is said to visibly firm, plump and hydrate skin. It reduces damage caused by blue light, infrared light, pollution and UVA/UVB. The formula contains Buddleja officinallis flower extract, melon extract, tetrapeptide-3, peony root extract, helichrysum extract and hyaluronic acid. A 50ml bottle retails for $65.

Sales: $1.8 billion (estimated) for personal care products.

They’re still battling lawsuits that charge Wen hair care products cause hair loss, but Guthy-Renker execs aren’t losing sleep over it. In March, the infomercial beauty king formed a joint venture with Nestlé Skin Health, Lausanne, Switzerland. Under terms of the agreement, Nestlé is the majority stakeholder in a business focused on the global consumer acne market.

The company has moved its offices from Palm Desert and Santa Monica to El Segundo, CA to consolidate operations. Guthy-Renker had been in Palm Desert for 28 years and in Santa Monica for 19 years.

Sales: $1.4 billion (estimated) for personal care products.
Corporate sales: $1.5 billion.

Privately-held Guthy-Renker is on the move, literally. Earlier this year, the company said it would leave Palm Desert within two years, consolidating three southern California sites, offices in Palm Desert, Santa Monica and Foothill Ranch, to a single Los Angeles office within the next two years.

In January, Brooke Shields became the newest celebrity to endorse Wen hair care products. And Wen can use the star power. A class action lawsuit was filed against Chaz Dean and Wen hair care products. Plaintiffs allege Wen cleansing conditioner causes hair loss.
In March,  The Wall Street Journal reported that Rodan & Fields LLC was seeking a buyer. The direct sales and online skin care company could fetch $800 million, according to initial reports. Rodan & Fields created Proactiv, which is distributed by Guthy-Renker.
It’s not all bad news at G-R. Last month, the Electronic Retailing Self-Regulation Program (ERSP) determined that Guthy-Renker could support performance claims for Cold Plasma Sub-D, a topical cream intended to sculpt and tighten the appearance of skin along the chin and jawline.

While ERSP did conclude that, based upon the collective materials in the case record, Guthy-Renker provided adequate support for its general performance claim that specified the specific benefits from using Cold Plasma Sub-D, ERSP determined that it would be material for consumers to know that the claim was based on a consumer usage study and, accordingly, this information should be disclosed conspicuously, in close proximity to the claim.

Sales: $1.4 billion (estimated) for personal care products.
Corporate sales: $1.8 billion.

Who could of imagined that when Hall of Fame quarterback Fran Tarkenton began pitching products for Guthy-Renker that he would eventually hand the ball off to the likes of Victoria Principal, Cindy Crawford and Chaz Dean? In 1987, the ex-Viking and New York Giant signed on with Bill Guthy and Greg Renker to star in infomercials to promote “Think & Grow Rich,” a series of books and lectures by Napoleon Hill that grossed $10 million in its first year.

That success convinced Guthy and Renker to form Guthy-Renker in 1988 and in quick succession they introduced the world to Tony Robbins and Personal Power (1989), the Principal Secret (1991), Perfect Smile (1993), Power Trainer and Proactiv (1995), Youthful Essence and Natural Advantage (2000), Sheer Cover (2003), Meaningful Beauty (2004), Proactiv (2005), Wen by Chaz Dean (2006), X Out (2011) and Proactiv Plus (2013). The hero brand remains Proactiv, which accounts for nearly $1 billion of Guthy-Renker’s sales. No wonder why G-R can afford to pay celebrity spokespersons such as Katy Perry and Justin Bieber $2-3 million per infomercial.

The newest Proactiv+ celebrity spokesperson is Cassadee Pope, Season 3 winner of “The Voice” and CMT’s Breakthrough Video of the Year award winner. The singer is featured in commercials and digital spots airing this summer.

“Cassadee is a talented singer and songwriter who has gained trust with fans around the world by sharing her vulnerability and fun-loving personality through her lyrics. She is a great partner to share her personal acne story on how Proactiv+ made her feel, look and act like the powerhouse she is,” said Renker.

Exclusive videos, photos and information from Pope’s Proactiv+ shoot will be available soon on Proactiv’s social channels, including Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.

Sales: $1.3 billion (estimated) for personal care products.
Corporate sales: $1.8 billion.

Proactiv accounts for half of Guthy-Renker’s $1.8 billion in sales, according to industry sources. Meaningful Beauty’s sales are around $200 million.

Proactiv sales should get a lift from the February launch of Proactiv+, which features Smart Target benzoyl peroxide technology, according to Proactiv+ developers Dr. Katie Rodan and Dr. Kathy Fields. According to Rodan and Fields, in the past, the challenge for topical acne medicines has been getting them into the pores and off the skin’s surface where they can cause dryness and irritation. Now, with the Smart Target technology, the micronized benzoyl peroxide is drawn into the pore with laser-like precision to kill acne-causing bacteria. With more medicine in the pore, acne blemishes clear faster and breakouts decrease. Also key is the introduction of a prebiotic, omegas and kojic and glycolic acids into the 3-Step System for enhanced hydration and overall brightening.

“We want our customers to see their skin and their lives flourish. Our passion for acne treatment guided us through many years of research and clinical studies and the creation of new formulas for improved effectiveness,” said Rodan.

Adds Fields, “Proactiv+ can take customers beyond having clearer skin to help them achieve the best skin they’ve ever had. They can achieve a luminous, healthy-looking complexion with smaller-looking pores and visibly softer, smoother, more even-toned skin.”

It may seem like a contradiction in terms, but Bill Guthy and Greg Renker brought class to the infomercial concept—no screaming spokespeople making outlandish claims.. For their efforts, Response Magazine inducted them into the Direct Response Hall of Fame’s inaugural class earlier this year.

Sales: $1.1 billion (estimated) for personal care products.
Corporate sales: $1.5 billion.

Privately-held Guthy-Renker is the leader in direct response television. The company markets a wide array of personal care products, led by Proactiv, the skin care line for teens, which is said to have annual sales in the neighborhood of $800 million.

Wen Fall Ginger Pumpkin Cleansing Conditioner was a limited edition.

Last year, G-R rolled out X-Out, a new concept in fighting acne from Katie Rodan and Kathy Fields, the same duo behind Proactiv. X-Out is billed as a one-step acne treatment that “gets sucked deep into pores and stays behind to help kill breakout-causing bacteria on contact,” according to the company.

What’s the secret behind X-Out? Why, it’s just good old benzoyl peroxide (8.5%), along with sodium cocoyl isethionate, polyethylene beeds, linoleic and linolenic acid, glycerin and menthol. Although there’s nothing new about benzoyl peroxide, the X-Out bottle features a QR code. When teens scan it, they can watch a new 2-minute video every day while they wash their faces with X-Out.

Also last year, G-R signed celebrity dentist Dr. Irwin Smigel to create an infomercial for Supersmile teeth whitening products. But unlike other G-R brands such as Proactiv and Meaningful Beauty, Guthy-Renker does not own Smigel’s oral care line.

In May, Greg Renker received the Horatio Alger Award, which honors the achievements of outstanding Americans who have succeeded in spite of adversity and to emphasize the importance of higher education.

Sales: $1.1 billion (estimated) for personal care products.
Corporate sales: $1.5 billion.

Sales were flat last year for the infomercial king and observers blame it on consumers growing weary of watching those 30-minute ads. To try to woo them back, Guthy-Renker spent more than $10 million last year on billboard advertising and network television spots for Proactiv, its best-selling brand.

But to put that ad-spend in perspective, the company spends nearly $200 million for TV airtime for those Proactiv infomercials, according to sources, who say that it typically costs $20-30,000 to buy a half hour on a Saturday morning.

The newest addition to the G-R lineup is Dr. Evans Cosmeceuticals, which debuted in August. The Dr. Evans line includes Papaya Renewal, a three-step program that’s designed to cleanse, revitalize and replenish skin.

But there’s more to G-R than beauty. The company also sells Tony Robbins’ inspirational programs, old Dean Martin Celebrity Roast tapes and more. In March, Guthy-Renker announced its intention to partner with Sacramento-based financial company, Paramount Equity. Guthy-Renker will take a significant equity stake in Paramount Equity, which includes Paramount Equity Mortgage, Paramount Equity Insurance Services and Paramount Energy Solutions. Guthy-Renker will provide marketing resources to help Paramount Equity grow nationally over the next few years.

“Guthy-Renker’s history is about teaming up with extraordinary people and companies to get their stories told. Paramount Equity is a great company with outstanding employees, a vibrant culture and passionate vision. We’re excited by the opportunity to give them the marketing help that they need to grow,” said Ben Van de Bunt, co-CEO of Guthy-Renker. “The offering of mortgage, solar and insurance delivers a powerful combination that will enable Paramount Equity to become a sizeable player in the national market.”

Sales: $1.1 billion (estimated) for cosmetics and personal care products.
Corporate sales: $1.5 billion

Not even those ubiquitous infomercials are immune from recession. Sales at privately-held Guthy-Renker declined an estimated 8% in 2009, but company executives are confident that international expansion will provide a lift this year.

About a year ago, Guthy-Renker debuted in India, and is now launching in Russia. With operations already in place in Europe, Asia and Australia, international sales account for 30% of the company’s total.

By brand, Proactiv, with sales in excess of $800 million, remains Guthy-Renker’s largest brand, despite plenty of competition in the acne category. Meaningful Beauty by Cindy Crawford is Guthy-Renker’s second-largest beauty brand, ahead of third-place mineral makeup brand Sheer Cover by Leeza Gibbons. Rounding out the top five are Chaz Dean’s Wen hair care line and Principal Secret by Victoria Principal, a skin care brand.

New brands include Chris McMillan Hair and skin care brand Ice Elements; in the works is a hair and scalp brand called Salon Silky with “Dancing with the Stars” co-host Samantha Harris, due out this fall. Down the road, Guthy-Renker will test three new brands next year within the eyebrow, skin care and acne categories.

Nearly a year ago, Ben Van de Bunt and Kevin Knee assumed the additional roles of co-CEOs; they had been co-presidents. Van de Bunt oversees all facets of marketing for current and newly developed brands, while Knee oversees business operations, encompassing IT, finance, and international business units. Co-founders Bill Guthy and Greg Renker remain co-chairmen.

Earlier this year, Guthy-Renker signed pop music stars Katy Perry and Avril Lavigne, as well as actress Jenna Fischer, to promote Proactiv. Prior to this signing, Proactiv has been pitched by the likes of Vanessa Williams and Jessica Simpson. Others in the Proactiv lineup include Mandy Moore, Jennifer Love Hewitt, Ryan Sheckler and Julianne Hough. Proactiv is carried in 58 countries, and approximately 40% of its sales are from outside of the U.S.

Sales: $1.3 billion (estimated) for cosmetics and personal care products.
Corporate sales: $1.8 billion.

Proactiv is just one of the leading beauty brands marketed by infomercial maker Guthy-Renker.

Since forming the leading infomercial company back in 1988, Bill Guthy, Greg Renker and the gang at Guthy-Renker (G-R) have built a powerhouse in the U.S. personal care market with best-selling brands such as Principal Secret, Proactiv Solutions and Meaningful Beauty.

But wait—there’s more! The Guthy-Renker duo got its start back in 1987 when it used Hall-of-Fame quarterback Fran Tarkenton to promote the “Think & Grow Rich” series of books. After deciding to gain control of their infomercial operations, G-R added inspirational speaker Tony Robbins and his “Personal Power” series to its roster.

G-R’s entry into beauty began in 1991 with the launch of Principal Secret. Since then, the company has teamed up with a variety of celebrities, including Judith Light, Cindy Crawford and Jessica Simpson, to roll out a wide array of beauty products. In fact, 75% of G-R’s annual sales are derived from beauty care products, according to industry sources.